ADVANCED MARKETING MANAGEMENT

ASSIGNMENT – 1
CASE STUDY

Submitted to:
DR. Vinod Mutreja

Submitted by:
Mohit kumar
20BSP1321
Section – E
Harley-Davidson is getting into the electric
bicycle business.
Harley-Davidson has spun out a new business dedicated to electric bicycles and plans to
bring its first line of products to market in spring 2021.
The new business, called Serial 1 Cycle Company, started as a project within the motorcycle
manufacturer’s product development centre. The name comes from “Serial Number One,” the
nickname for Harley-Davidson’s oldest-known motorcycle.
The pedal assist electric bicycle company is being launched amid a booming e-bike industry
fuelled by growing demand in the wake of the COVID-19 pandemic. The global e-bicycle
market was estimated to be over $15 billion in 2019 and projected to grow at an annual rate
of more than 6% from 2020 to 2025, according to Harley-Davidson.
The new Harley-Davidson brand Serial 1 didn’t provide performance details or other specs of
its new line of electric bike products. However, the company did release several photos of its
first model. The new business launch also comes at a critical time for the Milwaukee-based
motorcycle manufacturer, which has seen its sales slow as its core customer base ages out of
its motorcycles.
In July, Harley-Davidson cut 700 jobs from its global operations as part of an internally
branded restructuring plan called “The Rewire.” The plan, which Harley-Davidson chairman,
president and CEO Jochen Seitz first spoke about in the company’s first-quarter earnings call
back in April, followed the launch of the company’s first production electric motorcycle the
Livewire.
“The formation of Serial 1 allows Harley-Davidson to play a key role in this mobility
revolution while allowing Serial 1 to focus exclusively on the eBicycle customer and deliver
an unmatched riding experience rooted in freedom and adventure,” Aaron Frank, the new
company’s brand director said in a statement.

QUESTIONS
1. According to you if Harley Davidson wants to launch their E-bicycle in India, then
what will be the challenges faced by the company?
2. What are the essential steps that the company can take to increase their sales? Will
the company achieve success in India? Explain.
Ans 1.
I'm not a fan of the Harley-Davidson brand, but I say this seems like a smart move. E-Bikes are
awesome for us and our environment too. The fully electric Livewire is seen as an attempt by
Harley to appeal to a new generation of young, environment-friendly riders.
Challenges faced by the company while launching their product in Indian market:
 Distributor Channel:
If the company wants to enter in the new market then the first and foremost thing is to build the
distributor channel, which is a very difficult task for the new product because to invest in new
product is so risky for everyone.
 Price:
Pricing factor is also a very big problem for the company because they have to keep their price
very affordable if the prices are high then the demand would be low. In this case the profit for
the company will decline.
 Infrastructure:
The infrastructure of India is not so good as compare to many other foreign countries. So, to run
these types of E-bicycle we need separate path where no other motor vehicle is allowed to enter.
 Charging points:
If someone wants to cover a longer distance than the charging points are must in different
locality nearby roads. So, this is also a very big challenge for the company, before entering in
Indian market they have to set up these points.
 Target customer:
The company has to focus above the middle line customers because for middle class people it is
very difficult to buy expensive bicycle. And to convince their audience is also a very difficult
task for the company. Their main target customers are the new generation riders.
Ans 2.
The formation of Serial 1 allows Harley-Davidson to play a key role in this mobility revolution
while allowing Serial 1 to focus exclusively on the eBicycle customer and deliver an unmatched
riding experience rooted in freedom and adventure.
These are some of the steps which the company can take:
 The company has to initiate with the go green campaign. In which they have to present
some positive points towards the environment.
 They have to establish their charging points in a very huge number through which
customer will feel convenient.
 For better reliability the company has to take initiative regrading repair shops in a very
large number.
 Target customer should be passionate towards riding.
Hence, when the company launch their new product in Indian market it will increase the job
availability for the Indians. And if they fulfil all these things then they will definitely achieve
slow success.